IMPACT OF BLACK CAMPAIGN IN SOCIAL MEDIA

TOWARDS INDONESIAS PRESIDENTIAL ELECTION 2014

MEASURING SUCCESSFUL OF CAMPAIGN STRATEGY
POLITICS.
By
Isnanda Sofman Johara
108020380

INTRODUCTION

CHAPTER ONE

 This issue of black campaign had raised and became headlines

throughout the country during the presidential election.
Both traditional media and social media were pioneered the black
campaign spread over newspaper, television, magazines,
facebook, twitter, path, and Instagram. And public knows and
aware of these things.
This issue generates the people, in this matter, generation X and
generation Y, who are the voters for the election. The election
target market, were affected by these issues.?

PROBLEM STATEMENT

 How is the black campaign influence the turnout for the

presidential election over social media?
How generation Y and X perceived the information of
black campaign, their thought process and their voteintentions?
How much effectiveness is the black and negative
campaign through social media in Indonesia?

RESEARCH QUESTIONS

 Identify the influence of black campaign in presidential

election towards the voters.
Identify on how voters perceived with this kind of
advertisement.
Evaluate the effectiveness of the black campaign and
negative campaign and positive campaign over social
media in Indonesia.

RESEARCH OBJECTIVES

 This study aim: to identify the influence, information

received, and the effectiveness of black campaign
through social media.
In addition, because of the use of social media, this study
also identify the respondents based on their age,
generation X and generation Y to see their perception
towards black campaign.

RESEARCH GOALS

 Black campaign gives positive impact to the turnout.

Black campaign gives negative impact to the turnout.

HYPOTHETICAL STATEMENT

THEORIES

CHAPTER TWO

Causal Model

Influences
Black campaign

Social media

Information
perceived

Voting Intentions

Effectiveness

RESEARCH FRAMEWORK

 This study will use online survey through survey monkey.

This research will utilize a combination of a descriptive
analysis from Survey Monkey & Social Package for Social
Science (SPSS): Cronbachs Alpha and Independent sample
T-Test.
The sample size estimation of this study is based on sample
size estimation rule of thumb of multivariate analysis. It is
said that 200 respondents is fair.

Methodology

Chapter Three

Validity

Reliability

METHODOLOGY

 It consists of 4 sections, section A is about the

respondents personal data, section B is about political
behavior of the respondents. Section C is about
respondents use of media and in regards to political
candidates. Section D is more in-depth of black
campaign; to measure the influence, information
perceived and effectiveness of it through social media.

The instruments

METHODOLOGY

Findings from Survey Monkey

Chapter Four

Survey Monkey

FINDINGS

Survey Monkey

FINDINGS

Media Preferences

Survey Monkey

FINDINGS

Use of media in regards

to political candidates

The Influences

The Perception

The Effectiveness

 Levenes Test for Equality

of Variances shows that F
(2.452) is not significant
(0.119). Which indicates
that the variances are not
significantly different.
Under the t-test for
Equality of Means look at
Sig. (2-tailed) for Equal
variances assumed. The
score is 0.318 (which is
more than 0.05), therefore
there is no significant
difference between the
means of the two groups.

Independent Sample T-Test

FINDINGS

 H1: Black campaign gives positive impact to the

turnout.
H2: Black campaign gives negative impact to the turnout.

ARE SUPPORTED.

Discussion Of Findings

Chapter Five

Discussion Of Findings

Chapter Five

 First recommendations for the future researcher, especially in

Indonesia, it is to conduct a more in-depth study on the black
campaign over social media and its influence, perception, and the
effectiveness. Therefore resulted in voting intentions.
As Indonesia is known globally as a democracy country, the future
researcher should take advantage of Indonesia's uniqueness and
perhaps conduct a research targeting with difference variables and
different methods. To get more in-depth results and achieve the
more significant value of the research and could be usable for social
science and politics, as applied sciences and real implementation.

RECOMMENDATION &
FUTURE RESEARCH

 Lack of numbers of Indonesian political journals that

made and focused only on Indonesias issue.
The biases of Indonesias medias makes this research
must be objective and fair.
The limitation of time while this research conducted.

LIMITATION OF RESEARCH

 Research findings have supported this statement, the first reason is Internet has
become common things nowadays, as more people are using this ever since it was
founded. Voters tend to seek information about the candidates from the Internet.
Then, the advancement of technology, like smartphones and another gadgets also
helps and make ease to people to access information, including black, positive or
negative campaign through their gadget in its application of their devices.
However, the spread of black campaign via social media in Indonesia give good
and bad impact to the turnout. This is a proof that, Indonesian citizens can
differentiate which campaign is true and which campaign is not true. Background
of education, experiences, and their thinking-process are developing by the time
goes and it is the key on how the democracy in Indonesia evolve to be better.

CONCLUSION

THANK YOU !